MKG 350 VanMeter Review – Flashcards
Unlock all answers in this set
Unlock answersquestion
marketing
answer
activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
question
marketing concept
answer
business philosophy that holds the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets
question
marketing research
answer
process of designing, gathering, analyzing, and reporting info. that may be used to solve a specific marketing problem
question
market research
answer
process used to define the size, location, and or makeup of the market for a product or service
question
basic research
answer
conducted to expand knowledge rather than to solve a specific problem
question
applied research
answer
research conducted to solve specific problems
question
marketing information system (MIS)
answer
structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate info. to marketing decision makers
question
how many steps in marketing research process?
answer
11 steps
question
descriptive research
answer
the most basic objective in that the goal is to describe marketing phenomena
question
prescriptive research
answer
provides info. that allows the manager to best remedy the dissatisfaction
question
exploratory research
answer
form of causal, informal research that is undertaken to learn more about the research problem. unstructured and informal manner (ex: focus groups, case analysis, etc.)
question
causal research
answer
attempt to uncover what factor(s) cause some event
question
primary info.
answer
collected specifically for the person at hand
question
secondary info.
answer
info. that has been previously collected
question
problems
answer
situations that call for managers to make decisions among alternatives
question
symptoms
answer
changes in level of some key monitor or that measures the achievement of an objective (ex: "we have a problem..we are losing money")
question
research objectives should be:
answer
1. precise, clear, and detailed 2. specify from whom 3. specify what construct(s) 4. state unit of measurement
question
questionnaire should be:
answer
worded objectively, clearly, and without bias
question
data analysis
answer
entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests.
question
focus groups
answer
small groups brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem
question
2 types of descriptive research
answer
cross sectional and longitudinal studies
question
cross-sectional
answer
Measure units from a sample of the population at only one point in time.
question
longitudinal
answer
Repeatedly measure the same sample units of a population over time
question
2 types of marketing research panels
answer
continuous and discontinuous
question
continuous panels
answer
panels ask panel members the same questions on each round of measurement
question
discontinuous panels
answer
panels vary questions from one round to the next.
question
experiment
answer
manipulating an independent variable to see how it affects a dependent variable while also controlling the effects of additional extraneous variables
question
experimental design
answer
is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.
question
independent variables
answer
variables which the researcher has control over and wishes to manipulate
question
dependent variables
answer
variables that are believed to be affected by the independent variables; those variables that we have little or no direct control over but a strong interest in changing
question
extraneous variables
answer
variables that may have some effect on a dependent variable yet are not independent variables must be controlled through proper experimental design
question
control group
answer
control of extraneous variables typically achieved by the use of a second group of subjects
question
experimental group
answer
group that has been exposed to a change in the independent variable
question
quantitative research
answer
research involving the use of structured questions in which response options have been predetermined and a large number of respondents involved
question
qualitative research
answer
research involving collecting, analyzing, and interpreting data by observing what people do and say
question
pluralistic research
answer
combination of both quantitative and qualitative research methods in order to gain the advantages of both (ex: we did this in our project)
question
types of observation
answer
Direct versus indirect Overt versus covert Structured versus unstructured In situ versus invented
question
in-depth interview
answer
is a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way.
question
laddering
answer
attempts to discover how product attributes are associated with consumer values
question
direct observation
answer
observing behavior as it occurs
question
indirect observation
answer
observing the effects or results of the behavior rather than the behavior itself
question
covert observation
answer
the subject is unaware that he/she is being observed
question
overt observation
answer
the subject is aware that he/she is being observed
question
structured observation
answer
the researched identifies beforehand which behaviors are to be recorded and observed
question
unstructured observation
answer
places no restriction on what the observer notes
question
insitu observation
answer
the researcher observes the behavior exactly how it happens
question
invented observation
answer
occurs when the researcher creates the situation
question
objective properties
answer
physically verifiable
question
subjective properties
answer
mental constructs
question
How many types of data?
answer
2 (categorial and metric)
question
How many types of measures?
answer
4 (nominal, ordinal, interval, and ratio)
question
nominal scales
answer
use only labels (ex: yes/no, gender, religion)
question
ordinal scales
answer
researcher can rank/order the respondents (ex: class ranking, level of education)
question
interval scales
answer
distance between each descriptor is equal (ex: likert scale)
question
ratio scales
answer
true zero exists (ex: number of children, money spent)
question
4 Do's when wording questions
answer
single issue, brief, grammatically simple, crystal clear
question
4 Don'ts when wording questions
answer
do not lead to answer(strong cue of what answer to choose), no loaded questions (universal beliefs), no double barreled questions (2 different questions in one), do not use words that overstate the case (undue emphasis on one aspect of the topic)
question
descriptive analysis
answer
used by marketing researchers to describe the sample dataset in such a way to portray the typical respondent and to reveal the general pattern of responses
question
inference analysis
answer
when marketing researchers use statistical procedures to generalize the results of the sample to the target population it represents
question
difference analysis
answer
determine the degree to which real and generalizable differences exist in the population to help the manager make an enlightened decision on which advertising theme to use
question
association analysis
answer
investigates if and how 2 variables are related
question
predictive analysis
answer
help make forecasts for future events
question
measures of central tendency
answer
(mode, median, mean) report a single piece of info. that describes most typical response to a question
question
statistical inference
answer
set of procedures in which the sample size and sample statistic are used to make an estimate of the corresponding population parameter
question
hypothesis test
answer
used to compare the sample statistic with what is believed to be the population value prior is undertaking to study
question
confidence intervals
answer
degree of accuracy desired by the researcher and stipulated as a level of confidence in the form of the range with a lower boundary and and upper boundary
question
ANOVA
answer
3 or more, if one group is significantly different than the other (f test and schefe)
question
post HOC tests
answer
options available to determine where the pair of statistically significant differences between the means exist
question
independent sample t-tests
answer
groups that are mutually exclusive (can't be in both ex: gender)
question
paired sample t-tests
answer
pairs of questions everyone responded to, same scale, and compare the means (ex: jazz or string quartet)
question
functions of data analysis
answer
summarization (measures and statistical values) conceptualization (words/graphics) communication (describing patterns/relationships) generalization (how sample relates to population)
question
associative analysis
answer
determines strength and direction of relationships between 2 or more variables determines if there is a consistent and systematic relationship
question
how to characterize a relationship
answer
1. presence (statistical issue, null hypothesis: no relationship) 2. strength (consistency, strong moderate or weak) 3. direction (positive or negative)
question
cross tabs and chi square
answer
investigates relationship between 2 nominal scaled variables (if chi square is greater than critical value, we reject null b/c there is a relationship)
